Kings unveil new logo, bringing modern twist to ’90s look

The Los Angeles Kings officially announced their new logo Thursday, unveiling a brand evolution blending old and new design elements. The new logo is similar to the uniforms the club wore in the ’90s when Wayne Gretzky was traded to the club.

“Past. Present. Future. Forever,” the Kings captioned on their social media post announcing the change.

“(T)he teams new primary mark, which contains core elements from the club’s 90s era and original crown from the team’s inception in 1967,” the Kings’ PR account shared on X.

“Additionally, the club introduced new word marks, brand font and updated color palette, which features a new ‘enhanced silver,’ which will be showcased on the club’s new jerseys that will be introduced next week.”

It’s been a busy few days for the Kings, who traded center Pierre-Luc Dubois to the Washington Capitals for goaltender Darcy Kuemper.

“Time was of the essence for (the Kings),” Daily Faceoff insider Frank Seravalli said while reporting on the trade. “Dubois would have total control of his future with a full ‘no-move’ clause kicking in … on July 1.”

Dubois struggled through his first season with the Kings, being acquired in a trade with the Winnipeg Jets, then immediately signed to an eight-year, $68 million contract that paid him $8.5 million per season.

In 82 games with the Kings, Dubois scored 16 goals and 24 assists for 40 points, a heavy drop from the back-to-back 60-point seasons he produced with the Jets between 2021-22 and 2022-23.